New Look plans international rollout for men’s stores

Drapers understands the firm would begin by targeting key European markets such as France, before looking at the opportunities in China. It is believed the retailer will look for opportunities in shopping centres in France where it already has unisex New Look stores.

New Look has 809 stores globally, 569 of which are in the UK and 28 in France.

However, the rollout in China, where it already has close to 60 stores, is likely to be a slower process, taking 12 to 18 months as ranges will need to be tailored to fit the smaller Asian frame.

In New Look stores in China 70% of the product is the same as the UK and 30% is localised.

Its European stores are company owned and operated, while outside Europe New Look works with local partners.

The menswear range in the UK has been upgraded over the past six months following a change of suppliers for certain categories, such as denim. Bomber jackets and denim have been bestsellers for menswear at New Look since the change has taken place.

The retailer appointed former menswear chief operating officer at H&M Christopher Englinde as menswear director last month.

As previously reported by Drapers, New Look plans to open at least 15 dedicated menswear stores in the UK by the end of next year.

New Look has opened four menswear shops in the UK so far. An 1,650 sq ft store opened on October 9 at the Intu Trafford Centre in Manchester and follows a 1,970 sq ft store at the Merry Hill shopping centre in Birmingham on October 7, as well as a 1,490 sq ft store at the Cascades shopping centre in Portsmouth and a 1,970 sq ft store at The Grand Arcade in Wigan, which both opened on September 23.

New Look has managed to return to operating profit, but industry experts say shutting stores and renegotiating rents is only half the battle, and claim the retailer’s real success will come from redefining its product offer.

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